The Decline Of Department Stores Should Not Be An Exception To The Electricity Supplier.

< p > from 2012, China's department store industry is still on the run. In the past two months, there has been a lot of noise in the department store industry. From April 28th to June 30th, 12 stores in 8 department stores, including Baisheng department store, Zhong Du department store, modern department store and Xinguang department store, have been closed down. In July 1st, Parkson Beijing East Fourth Ring store has been closed down. 10 days later, Zhanjiang department store in Zhanjiang, Guangdong, has officially closed down for less than two years.

Wanda's department store has reported more than 30 management departures and a new generation of Wanda Plaza project.

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< p > Ministry of Commerce statistics show that in 2014 and February, the sales volume of China's department stores increased by 3.2% compared to the same period last year, down 4.8 percentage points over the same period last year, a sharp decline of 5.7 percentage points and 15.3 percentage points over the same period in 2012 and 2011.

On the other hand, online shopping seems to be full of vitality. According to statistics from China Internet Information Center, the amount of online shopping market pactions reached 1 trillion and 850 billion yuan in 2013, an increase of 40.9% over 2012.

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< p > it seems that the convenience and low cost of electric business have knocked down the department store industry. But looking back at the department store itself, it is a problem.

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< p > the operation mode of our general merchandise industry is basically a joint marketing mode, that is to say, the main business of the department store is the leasing place, and then it is invested and managed. It is displayed and sold by the stationed brand, and the department stores collect the rent from the brand side, and divide the proceeds into different parts. The department store is equivalent to the "two landlord". This kind of light asset mode is very useful because of its low risk.

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"P >" but because "a href=" //www.sjfzxm.com/news/index_c.asp ">" brand "" /a > "mostly adopt regional agency strategy, regional agents in order to improve their regional sales, will have a number of stores in the region have a layout, leading to the homogenization of various department stores in the region.

As a "two landlord", department stores only take charge of rentals, shop design, display of goods and quality of staff, etc., all of which are taken over by the brand owners. This makes the Department Store Development for so many years or so boring. It is nothing more than putting goods on shelves and waiting for customers to buy them.

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< p > in addition, < a href= "//www.sjfzxm.com/news/index_c.asp" > rent < /a > is also a pain in the department store.

The global commercial real estate report released by the famous real estate consulting company Gao Wei in November 2013 showed that Beijing's Wangfujing ranked tenth in June 2012 and June 2013, and the rent per square meter was 28801 yuan per year.

As the rent rose and the profits declined in recent years, the department store had to bear the rent pressure from the owners. On the other hand, it had to try hard to retain the brand side, and it could not pass the rent pressure to the brand side. The "two landlord" business in the Department Store was also getting worse.

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< p > according to last October DDT's a href= "//www.sjfzxm.com/news/index_c.asp" Research Report < /a >, the key factors for young people to evaluate the attractiveness of the store are: knowledgeable shop assistants, self-service mobile cash collection system, barcode scanners convenient for inquiring prices and commodity attributes, discount coupons and discounts for personal users received by smart phones, discount coupons and discount information for users, and WiFi in store (which can be used for smart phones to surpass the Internet price).

P can be seen that digitalization will become an important part of self-help in department stores. However, the digitalization of domestic department stores is limited to the creation of online shopping centers.

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< p > anyway, "shopping" is a "primitive behavior" which can never be replaced by online shopping. Consumers who rely on the Internet also have interpersonal communication needs. How to integrate the department stores with other consumer formats and integrate digital elements that really rewrite the process will become the focus of the pformation of department stores.

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